Influencer marketing boom in India: 3 million creators join the fray in last 4 years

Does it seem like your social media feeds are overflowing with influencer content lately? There's a good reason for that. The influencer marketing industry has exploded in recent years, with the number of influencers skyrocketing from a mere 9,62,000 in 2020 to a staggering 4.06 million in 2024 – an astonishing 3,098,000 new creators, representing a massive 322.04% increase.

Gaming spearheaded this surge, experiencing a staggering 213% growth in the initial two years. The travel sector demonstrated resilience, rebounding with a 67% increase between 2022 and 2024.

By 2025, fashion, gaming, arts & entertainment, beauty, and parenting are projected to be the top categories in the influencer marketing space, according to exclusive numbers shared by Influencer Marketing intelligence platform, Qoruz. These sectors, driven by evolving audience preferences, are poised to remain focal points for targeted brand campaigns.

India’s influencer marketing sector is projected to reach Rs 3,375 crore by 2026, growing at a CAGR of 18%, according to an EY report. A total of 47% of brands preferred driving influencer campaigns with micro and nano influencers due to lower cost per reach. Nano influencers had the highest engagement rate compared to other influencer categories.

According to the report, 77% of influencers experienced income growth over the past two years. Additionally, 12% earn between Rs 1 lakh and Rs 10 lakhs, while 86% anticipate a more than 10% increase in their earnings by 2027.

Industry experts note that one-fourth of the marketers plan to allocate around 40% of their budgets to influencer marketing, while another quarter opts for a more cautious spend of 10-20%.

In Q2 FY25, Nykaa's marketing spend rose 40% YoY to Rs 2,365 million, including influencer marketing. Nykaa Retail's CEO Anchit Nayar shared that influencers are key to their 360-degree marketing approach, helping customers make informed choices and guiding them along the way. Nykaa’s Pink Friday sale saw heavy promotion via YouTube and Instagram creators. Nykaa Beauty has 1.3M Instagram followers, while Nykaa Fashion has 7.95 lakh.

Influencer costs range from Rs 5,000 for small creators to Rs 10 lakh for top influencers, offering cost-effective marketing.

In current times, a micro influencer charges between Rs 2-2.5 lakh for an IG post. LinkedIn too is catching up wherein the same influencer is charging anywhere between Rs 1.5 lakh and Rs 1.75 lakh per post, said Kritika Sethi Gupta, co-founder of Kommunity.

Q-commerce giants like Zepto, Blinkit, and Swiggy Instamart spend Rs 2–10 crore to leverage influencer marketing to optimize reach and boost engagement.

Consistently Performing Categories

Till the end of 2024, the fashion category boasts 470,000 influencers, reflecting its universal appeal across diverse demographics. Health and fitness, along with lifestyle, have also witnessed a doubling of their influencer bases, underscoring the surging interest in wellness and aspirational living.

Emerging niches such as infotainment and finance are gaining significant traction for their value-driven content. Infotainment influencers grew by an impressive 126% between 2020 and 2022, reaching 203,000 by 2024. Similarly, finance influencers experienced a 91% surge, climbing to 232,000 within the same period. These categories present brands with innovative ways to connect with their audiences.

Gaming a Dominant Segment

Gaming has emerged as the fastest-growing category, recording a remarkable 213% growth between 2020 and 2022. This upward trajectory continued through the next two years, with the number of gaming influencers reaching 467,000 by the end of 2024. The popularity of live streaming, eSports tournaments, and gaming-related content has fuelled the dominance of this category, making it a favourite among brands targeting Gen Z and millennial audiences.

Ajey Nagar, widely known as Carry Minati, exemplifies this trend. With 22.2 million Instagram followers, he is one of India’s leading gaming influencers. Beginning with live-streamed gaming sessions on YouTube, Carry Minati quickly rose to prominence. Today, even global creators like MrBeast collaborate with him such as launching products like protein bars via his platform.

Travel: A Resilient Comeback

The travel segment, which faced a steep 38% decline during the pandemic, has made a strong comeback. It recorded 212% growth in 2023 and continued its upward trajectory through 2024, driven by increased consumer spending on travel and pent-up demand for adventure and leisure.

Brands like Mocobara, a D2C luggage label, have embraced innovative approaches in the travel segment. Instead of relying solely on traditional travel influencers, Mocobara collaborates with a diverse range of creators, including singers, artists, food bloggers, couples, gamers, and even UI/UX designers. This strategy positions their luggage as versatile and suitable for everyone, not just avid travelers.

Parenting influencers have demonstrated consistent growth, with numbers rising from 87K in 2020 to 362K by the end of 2024—a 31% increase over the past two years. This trend reflects the growing demand for relatable content that addresses childcare tips, educational tools, and work-life balance.

Actress Soha Ali Khan exemplifies this category’s impact. Known for sharing valuable parenting advice, Soha seamlessly integrates brand promotions into her relatable content. Her genuine approach resonates deeply with young families, establishing her as a trusted voice in the parenting niche.

Aditya Gurwara, Co-Founder and Head of Brand Alliances, Qoruz explains, "Influencers have evolved from mere product endorsers to strategic partners for brands, creating authentic, context-driven content that deeply resonates with the audience. The future of marketing lies in building long-term relationships with these creators, leveraging data to identify the right fit, and driving campaigns that prioritize engagement and trust over mere reach."

According to experts, as micro and nano influencers gain more attention and sectors like gaming, fashion, and finance rapidly gain prominence, the creator economy is set to accelerate in 2025, driving even more innovation and opportunities.